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All Journal Jurnal Analisis Manajemen Journal of Indonesian Economy and Business Journal of Multidisciplinary Academic Jurnal Informasi dan Teknologi International Journal of Economics Development Research (IJEDR) Jurnal Suara Pengabdian 45
Mokhamad Arwani
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Social Sciences

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Journal : Journal of Indonesian Economy and Business

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THE INFLUENCE OF SATISFACTION AND RELATIONSHIP MARKETING ON LOYALTY WITH INDIVIDUAL CHARACTERISTICS AS A MODERATOR: A Case Study on Islamic Banking Customers in East Java Arwani, Mokhamad; Suprehatin, Suprehatin
Journal of Indonesian Economy and Business Vol 26, No 3 (2011): September
Publisher : Journal of Indonesian Economy and Business

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Abstract

Prospects to attract customers to the Islamic banks do not seem to be very promising. This is mainly due to the fact that customers who had joined conventional banks arereluctant to change their accounts to Islamic banks. Customer loyalty of Islamic banks has been considered relatively low (34%) as compared to that of conventional banks. The purpose of this paper is to analyze the influence of satisfaction and relationship marketing on loyalty. 112 eligible respondents of Islamic bank customers were collected using a designed questionnaire. Structural Equation Modeling (SEM) was employed in the analysis. Findings suggest that in the context of Islamic banks, personal characteristics have a direct impact on customer loyalty, and it does seem to be a moderating variable influence of satisfaction and relationship marketing to customer loyalty. Satisfaction does not directly affect loyalty, but it indirectly affects loyalty through relationship marketing.Keywords: customer satisfaction, relationship marketing, personal characteristics, loyalty, Islamic banks.
Co-Authors - Suprehatin Desman Serius Nazara Dhaifina Idznitia A. Naimi Dina Lusianti Donny Dharmawan Eva Yuniarti Utami Firdaus Yuni Dharta Karsiati Luh Komang Candra Dewi Maskudi Mawar Anggraeni Putri Ekaresty Haes Ratnawita Ratnawita Rulyenzi Rasyid Saiful Bahri Suprehatin Suprehatin